BUBBA Burger Taps Familiar Creatures as Lead Creative Agency

Familiar Creatures, the agency behind groundbreaking work for Crunch Fitness and Duke's Mayo has been appointed creative agency of record for BUBBA burger in a competitive pitch that involved multiple agencies.

As the country’s best-selling frozen burger brand, BUBBA has been a highly-visible brand in grocery stores for decades, but this marks the first time the company has partnered with a non-industry specific, lead creative agency.

The brand selected Familiar Creatures based on the agency’s unique knack for building the profile of other passion brands.

Per the partnership, Familiar Creatures will be responsible for developing an entirely new brand positioning and brand platform for BUBBA burger, as well as producing a creative brand campaign that will debut in early 2025. 

The new campaign and platform will aim to better establish BUBBA burger as the branded category leader – an important step as lower quality Private Label brands continue to enter the category. 

"We really wanted a partner that understood what was unique about our brand and could lead into that equity to help us stand out in a crowded category,” said Elizabeth Rice, BUBBA brand manager. “Familiar Creatures understood us immediately, and their creative vision and innovative approach to brand building align perfectly with our goals and plans for the future.”

“Our whole office has been buzzing about Bubba ever since we started talking to them. Their name, their iconic status and their singular focus will all come into play as we craft their positioning and creative,” said Dustin Artz, co-founder of Familiar Creatures. “We’re excited to bring that energy to BUBBA burger. They have an amazing story, and this new campaign and platform is going to remind everyone why they’re the #1 branded burger in the U.S."